COI - Home Office - Police Recruitment: How thinking negatively ended the negative thinking - IPA Effectiveness Awards Case Study 2002

Brief Description: This case examines how advertising that seemingly deters people from joining the Police had precisely the opposite effect. Respected figures' admissions that they could not do what Police do elicited several positive effects. It boosted respect for the Police, after years of decline. It increased Police morale and reduced public fear of crime. Most importantly it drove a 73% increase in recruits, dramatically reversing a seven-year decline in Police numbers. This exceptional efficacy has saved UK taxpayers more than £30m. ;---(TAGS)--- Full Title: Police recruitment: how thinking negatively ended the negative thinking ; Number: 2002/23 ; Brand Name: COI - Home Office - Police Recruitment ; Client: Home Office/COI Communications ; IPA_ProductCoding: Health & Social Services (Emergency services) ; Government Departments (Public service recruitment - armed forces, police etc.) ; Agency: M&C Saatchi ; Author: Richard Storey ;